The Effect of Green Awareness, Organic Product and Eco Labelling on Willingness to Pay More on Consumers of Bottled Drinking Water Products
Abstract
The purpose of this study was to determine the effect of green awareness, organic products, and eco-labeling on the willingness to pay more of consumers of bottled drinking water products. This research is quantitative research. This research was conducted on consumers/users and those who have not used drinking water products with the brands Equil, Cleo, Amidis, Pristine, Aqua Sparkling, and Super O2 throughout Indonesia. The population of this study is all consumers/users and those who have not used the drinking water product. The number of samples in this research is as many as 150 people, chosen by adapting the Convenience Sampling technique and data analysis used is partial least squares (PLS). The results showed that: (1) Green Awareness, Organic Product, Eco Labeling had a significant effect on Willingness to Pay More (2) Green Awareness had a significant effect on Organic Products (3) Organic Products had a significant effect on Eco-labeling (4) Organic Products had a significant effect on Willingness to Pay More (5) Eco-labeling has a significant effect on Willingness to Pay More (6) Green Awareness has a significant effect on Willingness to Pay More.
Copyright (c) 2022 Rengga Radiaswara, Sulhaini Sulhaini, Akhmad Saufi
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